by Leonard Berry, Venkatesh Shankar, Janet Parish, Susan Cadwallader, and Thomas Dotzel

This article was published in MIT Sloan Management Review. 47 (Winter 2006), 56-63.

Many companies make icremental improvements to their service offerings, but few succeed in creating service innovations that generate new markets or reshape existing ones. To move in that direction, executives must understand the different types of market-creating service innovations as well as the nince factors that enable these service innovations.